A Winning Guest Feedback Formula for Your Hotel's Success

By Benjamin Jost Co-Founder & CEO, TrustYou | October 22, 2017

As we enter into the planning period for 2018, you might be talking about revenue forecasting, occupancy rates prediction, holiday promotions - but have you factored in the winning guest feedback formula to operate a hotel successfully? By now, you probably want to know what this formula is. Here it is: Review marketing + operational excellence = hotel success

In this piece, I’ll be focusing specifically on review marketing - its three biggest benefits, and then how you can actually put review marketing into practice at your hotel.

The Biggest Benefits of Review Marketing

We talk about guest feedback and we talk about digital marketing, often in the same sentence - but do you specifically devote time to “review marketing,” the art and science of developing a marketing strategy that includes the pursuit of guest feedback and using that feedback online and offline in order to boost your hotel’s reputation and guarantee greater success?

Some hoteliers I speak to definitely see the value of reviews yet they don’t have an actual strategy on how they are going to get more and better reviews, and what they are going to do with them once they do. Now you will.

The Three Biggest Benefits of Review Marketing

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Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.